Weaving a Future: How an AUT Student Wove a Future from Strong Woll

FEATURE | HANGA / CRAFT

Written by Rose Scott (she/her) | @aut_ventures | AUT Ventures

When AUT design graduate student Jacob Smith first encountered strong wool in a second-year industrial design paper, he never expected it to lead to his own startup. Strong wool, known for its durability and coarser texture compared to fine wool, is typically used in carpets and upholstery – not fashion. But nearly two years on, what began as a class project has evolved into a product called Woo-Lace: a fully biodegradable wool shoelace made in Aotearoa.

Now a founder of his own venture, Jacob is using design to build something much bigger: a business with purpose, and a future woven from fiber. Jacob has been interested in the world of streetwear since high school. He originally ran a small shoe accessory reselling business, a side hustle that gave him an early taste of entrepreneurship, though not yet in designing something from scratch.

When Jacob enrolled in the Strong Wool Studio paper – taught by Dr Jyoti Kalyanji and Dan Collings at AUT’s School of Art & Design – something clicked. His background in sneaker culture suddenly became an asset, giving him a niche that felt entirely his own.  As Dr Kalyanji puts it, “With Woo-Lace, Jacob was able to draw from his experience and passion around sneaker culture to approach a local, industry problem with a fresh perspective.”

After a semester spent developing his prototype, Jacob showcased the concept at AUT’s School of Art & Design end-of-year exhibition. It was there that his promising product caught the attention of Tom Mcleod, our Venture Principal at AUT Ventures. By the following January, while in the final year of his degree, Jacob had officially begun the process of commercialising Woo-Lace.

But as an innovator, he didn’t stop there. Wanting to create a brand that could grow beyond a single product, he launched Steaddi, a business focused on sustainable, streetwear-inspired wool goods. Naturally, turning a student project into a business isn’t easy, especially in a challenging economic climate. For Jacob, commercialising Woo-Lace and Steaddi means wearing multiple hats: designer, founder, content creator, and manufacturer. The process has been equally exciting and exhausting, but he wouldn’t change a thing.

Since graduating with his Bachelor of Design, Jacob has dedicated this year to giving the business his full attention. Still, he credits his ability to stay focused on one thing: passion. “It doesn’t feel like work when it’s something you’re passionate about,” he says. “It blends into your life — and that’s what keeps you going.”

With Woo-Lace officially on sale for $15.99 through the Steaddi website and AUT Shop, Jacob is keeping busy prototyping new wool-based products under the brand. His long-term vision is to build a fully sustainable streetwear label, completely sourced through Aotearoa, that reimagines how wool can be worn.

He’s also considering postgraduate study, possibly a Master of Design, to continue refining his craft while expanding Steaddi’s reach. For other students thinking about turning a small project into something bigger, Jacob’s advice is simple;“If you’re passionate about it, just start. If it’s something you care about, it’ll carry you through.”

The story of Woo-Lace shows how a side hustle can unravel into something much bigger, inspiring a range of strong wool ventures at AUT – from wool cocoons to wool floss. At AUT Ventures, we’re here to help you craft your ideas into the future, whether you’re an undergrad with a spark or a postgrad with a plan. With the right support, a single thread of inspiration can be woven into a fabric that reinvents industries.